In today’s digital world, the art of handwritten direct mail is often overlooked. Yet, it remains one of the most powerful tools for creating a genuine connection with potential clients. When done right, it has the ability to cut through the noise, reaching your audience in a way that feels personal and sincere.
However, there’s a crucial element that many marketers and businesses miss when crafting their messages: the power of emotion.
At its core, effective marketing isn’t just about delivering information—it’s about making people feel something. And in the context of handwritten direct mail, where every word is scrutinised more closely than in a quick digital skim, the emotional resonance of your message is more important than ever.
Understanding the Role of Emotion in Decision-Making
As humans, we often fall into the trap of leading with logic. We start by presenting the facts, outlining the benefits, and making a rational case for why someone should choose our product or service. But here’s the thing: people don’t make decisions based solely on logic.
Research has shown time and time again that emotions play a pivotal role in the choices we make, particularly when it comes to purchasing decisions.
This is especially true in the UK market, where consumers are not only savvy but also deeply attuned to the authenticity of the brands they engage with. A well-crafted handwritten letter that speaks to the heart can do more than just convey a message—it can build trust, foster loyalty, and inspire action.
The Pitfalls of Traditional Copywriting Techniques
Many marketers begin their handwritten letters with thought-provoking questions or statements designed to engage the reader’s mind. This approach is rooted in the belief that if we can just get people thinking, we can lead them to the right conclusion. But this method often falls short, especially in the intimate setting of a handwritten note.
When you start with logic or strategy, you miss an opportunity to connect on a deeper, emotional level. And without that emotional connection, your message risks being just another piece of mail that ends up in the bin.
Reimagining Your Approach: Leading with Emotion
To make your handwritten direct mail truly impactful, consider reordering your content to lead with emotion. Start by asking questions or making statements that tap into your reader’s feelings—whether it’s a frustration they’ve been grappling with, a desire they’ve yet to fulfil, or a sense of dissatisfaction they can’t quite shake. This approach not only grabs their attention but also makes them feel understood.
Let’s take a look at how this might work in practice. These examples, inspired by David Premier’s book Sell the Way You Buy, offer a glimpse into how you can reframe your messaging to prioritise emotional engagement:
Example 1:
Are you happy with your overall level of fitness?
How often have you been to the gym in the past month?
By starting with an emotional hook, you’re not just asking questions—you’re showing that you understand your reader’s pain points and concerns. This empathy paves the way for a more meaningful conversation and positions your brand as one that truly cares.
Making It Work for You
If you’re ready to refine your approach to handwritten direct mail, the first step is to review your current copy. Look at the order of your questions and statements—are they leading with logic, or with emotion? Then, consider how you can reframe them to evoke the feelings that are most likely to resonate with your audience.
Remember, the goal isn’t to manipulate emotions, but to connect on a human level. When your audience feels seen and understood, they’re more likely to trust you and, ultimately, to take action.
Why This Matters More Than Ever
In the UK, where consumers are increasingly looking for brands that align with their values and speak to them on a personal level, this approach is more important than ever. Handwritten direct mail offers a unique opportunity to break through the impersonal nature of most marketing and to create a moment of genuine connection.
By leading with emotion in your copy, you’re not just sending a letter—you’re starting a conversation. And in that conversation lies the potential to build lasting relationships with your audience.
So, as you plan your next handwritten direct mail campaign, take a moment to think about the emotional journey you want to take your readers on. By prioritising their feelings, you can create a message that not only captures their attention but also earns their loyalty. In a world where so much marketing feels transactional, this approach can set you apart as a brand that truly understands and cares about its customers.
There are several statistics and studies that back up the importance of emotion in decision-making and the effectiveness of handwritten direct mail marketing.
Emotion in Decision-Making Statistics:
- Harvard Business School research has shown that 95% of purchasing decisions are made subconsciously, driven largely by emotion rather than logic. This finding highlights the critical role that emotions play in influencing consumer behaviour.
- According to a Forbes article, emotionally connected customers have a 306% higher lifetime value and are more likely to recommend the brand to others. This underscores the importance of creating an emotional bond with your audience.
- Royal Mail MarketReach in the UK conducted a study revealing that 70% of people feel more valued when receiving a physical piece of mail, and 57% say that receiving mail makes them feel more special. This suggests that direct mail, particularly when it’s personalised and handwritten, has a strong emotional impact.
- According to Neuroscience Marketing, direct mail requires 21% less cognitive effort to process than digital media, suggesting that it’s easier for the brain to absorb and recall the information. This could contribute to higher engagement rates with direct mail.
- A study by Gallup found that 94% of people feel that personalisation is important when it comes to deciding which brands to engage with. Handwritten mail inherently feels more personalised and, therefore, can create a stronger connection.
- Research by Small Business Trends shows that 87% of consumers believe handwritten notes create a more personal relationship with the company, enhancing customer loyalty.
Pen Written Post are here to support your creative and cognitive whirrings and support or provide copy that resonates on a deeper level for handwritten direct mail campaigns. We produce handwritten direct mail for businesses and charities that provide results and customer relationships that you can be proud of.
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